The forest products trade can learn from the innovation, creativity and marketing prowess of the IT industry and particularly Apple, the Shippers’ Luncheon was told yesterday.
Before a gathering of 174 panels sector guests at London’s Park Lane Hotel, speaker Geoff Rhodes quoted the late Apple founder Steve Jobs in saying “innovation distinguishes between a leader and a follower”.
He referenced Apple’s market-changing mobile phone user interface and leading notebook and iPad products, as well as social networking communication developments.
“Differentiation and innovation in a fast market is for me, all about leading,” said Mr Rhodes, who runs forest products consultancy Geoff Rhodes Associates and is chair of Edinburgh Napier University’s Forest Products Research Institute.
“So in our own forest products sector, we should give these observations serious consideration to maximise our own opportunities.”
Although use of technology and creative marketing may not be typical of what the panels sector does, Mr Rhodes suggested it could be.
He urged the industry to commit more funds to R&D and pure research, linking with universities to help bring new products to market, as well as committing to marketing to help understand what customers need and helping create demand.
Mr Rhodes cited the new modified Medite Tricoya panel which uses acetylated fibre technology to make “the world’s truly first fully exterior MDF”.
He also had a word of warning to the plywood industry to make sure it engaged with the new EU Timber Regulation, which criminalises the import of illegal timber.
“Think very carefully about who you are trading with and be totally transparent and if you are proud of what you are supplying, then shout about it,” he said.
The Shippers’ Luncheon is organised by the Plywood Luncheon Club.
